Yueyang Branch Of Hunan Mobile 3g Service, Customer Loyalty Factors Influencing

In May 2008, the re-integration of the domestic telecom operators in the 3G era indicates that China formally completed the restructuring of the telecommunications industry, which showed that the domestic telecom industry has created a new pattern. For telecommunications services, because of that the services were not observably different, the focus of competition shifted gradually from products for customers. For this reason, more and more attention to the various business and customer relationship management, how to cultivate customer loyalty became the telecommunications industry enterprises are facing an important issue. This paper researches the loyalty factors of the 3G mobile business customer.Through literature and empirical analysis, this paper found the impact and effect mechanism on customer loyalty of customer satisfaction, switching costs, relationship trust, service quality and customer experience. The main research contents are:(Ⅰ) establishing the model of the impact on customer loyalty of the five factors above; (Ⅱ) analysing the effect mechanism on customer loyalty of the five factors; (Ⅲ) providing establishment of customer loyalty marketing strategy for Yueyang Hunan Mobile Branch. This paper quantitative analyses effect factors of the loyalty of customers using structural equation model,the conclusions as following:First, the main factors affecting customer loyalty are customer satisfaction, service quality, switching costs, relationship of trust and customer experience. And these five factors are positive effects on customer loyalty.Second, service quality and customer experience, customer loyalty through customer satisfaction has an indirect impact. And the direct impact on customer loyalty of service quality and customer experience is not obvious. And service quality on customer satisfaction, customer experience impact the path coefficients greater than the impact on customer satisfaction path coefficient.Third, the relationship between trust, customer satisfaction and switching costs mainly on customer loyalty has a direct impact, indirect impact is not obvious. And direct impact on the largest coefficient in the path of conversion costs. Therefore, we can think of marketing in the 3G, the impact of customer loyalty is the biggest factor in switching costs, this is because the 3G business has just started, charges higher cost of consumer switching costs become key considerations. Finally, based on the study conclusions, this paper advices how to cultivate customer loyalty through direct and indirect factors affecting factors.